Hasbro growth playbook

Point the five icons to Hasbro's real profiles, write an About-page description and preview image that show the brands and the mission, set the site name to "Hasbro", add a favicon and Organization structured data listing the official profiles, and check the preview with LinkedIn's post inspector before the next recruiting push.

Students, candidates, journalists and investors share and click this page; a working, on-brand preview and live social links turn those visits into followers and applicants instead of dead ends.

[ ] Facebook, YouTube, Instagram, X, LinkedIn icons point to real profiles
[ ] About-page meta description written for the About page
[ ] og:image showing brands, not an earnings graphic
[ ] og:site_name "Hasbro"
[ ] Favicon
[ ] Organization JSON-LD with sameAs profiles
[ ] Newsroom and Media links on https
[ ] LinkedIn post inspector check

• Template shared with other Hasbro sites

  Fix it once in the shared footer and check each site.

• Your websiteFooter on every page: the Facebook, YouTube, Instagram, X and LinkedIn icons all link to "about:blank#blocked" instead of Hasbro's profiles; the Newsroom and Media links use http:// rather than https://. A separate Social Media Directory page lists brand accounts such as Nerf, My Little Pony, G.I. Joe, MTG Arena and Secret Lair.Source
• Your websitePage metadata: the About page's description and social preview text read "Visit Hasbro Newsroom to get all the latest news and the easiest way to stay up to date with the latest events of Hasbro"; the preview image is a graphic titled "Hasbro Reports Third Quarter Financial Results" (alt text "Hasbro Logo"); the site name is "Corporate"; there is no favicon and no Organization structured data.Source
• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• HiringCreative leadership: a Marketing Creative Director for campaign creative across "preschool, action, collector, adult, and family play" who must know "how to inspire kids and kidults"; a Sr. Creative Director, Brand Experience for Action, Fashion, Preschool, Nerf, Play-Doh and Board Games who will "turn every touchpoint, physical or digital" into brand moments and build "brand guidelines and creative toolkits" with Licensing.Source

Reserve space for the carousel, the sizzle video and the leadership cards, load the web fonts with matching fallbacks, and stop late banners pushing content down. Re-test and watch the field data.

Pages that jump cause mis-taps and make a premium brand feel broken; this is a contained front-end fix.

• Shared components

  Fix in the shared library.

• Google PageSpeedAbout page, mobile: score 45 (desktop 53); main content after 7.5s in the lab; 2.4 MB, of which the YouTube sizzle embed is about 1 MB; render-blocking requests cost about 2.2s and unused JavaScript about 870 KB. Real visitors fail Core Web Vitals on layout shift: CLS 0.24 on the page and 0.76 at the 75th percentile across the site (good is 0.1), while loading (LCP 1.6s) and responsiveness are fine.Source

Replace the embedded player with a thumbnail that loads YouTube on click, defer non-critical scripts and inline the critical CSS.

A faster first view helps every audience, from investors to students on phones.

• Fewer video plays

  Use a strong thumbnail.

• Google PageSpeedAbout page, mobile: score 45 (desktop 53); main content after 7.5s in the lab; 2.4 MB, of which the YouTube sizzle embed is about 1 MB; render-blocking requests cost about 2.2s and unused JavaScript about 870 KB. Real visitors fail Core Web Vitals on layout shift: CLS 0.24 on the page and 0.76 at the 75th percentile across the site (good is 0.1), while loading (LCP 1.6s) and responsiveness are fine.Source

Add one page per business (Consumer Products, Wizards & Digital Gaming, Entertainment), a brand portfolio page and a studios page, each with facts, leaders and links to careers and news. Add them to the sitemap.

People asking "what does Hasbro own" or "Hasbro studios" should get Hasbro's own answer.

• Duplicates the newsroom

  Keep facts here, news there.

• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• Competitor researchMattel's corporate site describes itself as the place to "Learn more about Mattel and our brand portfolio, our purpose, recent news, careers and more" and features news such as its Bluey licensing partnership with BBC Studios; Spin Master, LEGO and Funko compete for the same shelves and fans.See the research Source

Add a careers section to the About page: the internship program with one application, the main hubs and studios with open-role counts, and a link straight to filtered jobs. Track clicks to applications.

Visitors who come to learn about Hasbro are prime candidates; one section turns interest into applications.

• Role counts go stale

  Pull counts from the job board API.

• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source

Publish a partner page: categories (toys, apparel, home, publishing, pet, food, health and beauty), flagship franchises, what Hasbro looks for, partner logos and an inquiry form routed by category and region.

Qualified licensing inquiries arrive without outbound effort, and the page tells the market which categories are open.

• Unsolicited ideas

  Accept business inquiries only, not product ideas.

• HiringLicensing: a Manager, Retail Sales - Licensing (Los Angeles) grows placement for Hasbro IP across "Toys, Apparel, Accessories, Footwear, Home, Publishing, Pet, Food, Health and Beauty" and works with licensee partners at each retail account; a Senior Financial Analyst - Licensing Consumer Products is open in London.Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• Competitor researchMattel's corporate site describes itself as the place to "Learn more about Mattel and our brand portfolio, our purpose, recent news, careers and more" and features news such as its Bluey licensing partnership with BBC Studios; Spin Master, LEGO and Funko compete for the same shelves and fans.See the research Source

Add a wholesale page: who can buy direct, minimums, how to apply, and links for existing buyers to log in. Route applications by channel and region.

New independent and specialty retailers find a clear path, and sales gets inbound leads for white-space channels.

• Low-quality applications

  Ask qualifying questions.

• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• HiringCommercial roles in Boston: a Sr. Sales Manager for "Value, Club, Drug and Off Price" accounts across Boys Action, Sports Action, Games, Preschool and Fashion, asked to "Find new distribution, programs and white-space opportunities"; an Associate Brand Manager for Peppa, Potato Head, Baby Alive and Furby using Circana point-of-sale data. Boston roles move to "Hasbro's new HQ location in Boston" once it opens (Pawtucket, Rhode Island in the interim).Source

Publish French versions of the About page and a Montreal studios and careers page, linked with hreflang, and use them in Quebec recruiting.

French-speaking candidates find a local employer story, which helps compete for game talent in Montreal.

• Upkeep

  Translate only the stable pages.

• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source

Print a code in each starter product that opens a short guided first game, then offers an Arena account and the nearest beginner-friendly store event. Measure each step from scan to second event.

New players drop out between unboxing and their first real game; a guided path keeps them.

• Stores not ready for beginners

  Pilot with stores that opt in.

• HiringWizards of the Coast, Renton (posted September 15, 2026): "We are building a dedicated new-player growth team". The Product Architect, New Player Growth answers "How do we create new Magic players?", creating "a connected journey from initial awareness through learning, first purchase, repeat play, community participation" and connecting "physical products with digital learning, Magic: The Gathering Arena, organized play, retail"; the Innovation Designer explores "introductory products, solo and cooperative experiences" and audiences "beyond established trading card game players".Source
• News coverageHasbro's second quarter 2026 results: Wizards & Digital Gaming revenue rose 27% to $663.8 million; Magic: The Gathering grew 32% and passed $500 million in a quarter for the first time; Consumer Products rose 5% and Entertainment fell 20%; Hasbro raised its 2026 outlook and took a $56 million impairment tied to a refocused digital games portfolio.Source
• HiringDigital and play network: a Creative Lead, Digital Ventures guides "a slate of video games based on Wizards IP, built with external developers across mobile and PC/console"; a Retail and Play Program Lead, Trust and Safety supports the Wizards Play Network and Organized Play programs for stores and players.Source

Test a family-friendly cooperative Magic intro sold next to board games, a Magic insert in selected board games, and family game-night content on Hasbro channels. Compare buyers with the usual starter audience.

Hasbro's own board-game buyers are a large, low-cost audience no other trading card game publisher can reach as easily.

• Too simple for Magic fans

  Keep it a clearly separate intro.

• HiringWizards of the Coast, Renton (posted September 15, 2026): "We are building a dedicated new-player growth team". The Product Architect, New Player Growth answers "How do we create new Magic players?", creating "a connected journey from initial awareness through learning, first purchase, repeat play, community participation" and connecting "physical products with digital learning, Magic: The Gathering Arena, organized play, retail"; the Innovation Designer explores "introductory products, solo and cooperative experiences" and audiences "beyond established trading card game players".Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• News coverageHasbro's second quarter 2026 results: Wizards & Digital Gaming revenue rose 27% to $663.8 million; Magic: The Gathering grew 32% and passed $500 million in a quarter for the first time; Consumer Products rose 5% and Entertainment fell 20%; Hasbro raised its 2026 outlook and took a $56 million impairment tied to a refocused digital games portfolio.Source

Run a fan vote on characters and formats, take limited pre-orders on Hasbro's direct storefront, and share the signals with retailers in line reviews.

Demand data reduces inventory risk and gives retailers a reason to commit space.

• Partner approvals

  Agree the plan with the licensor first.

• HiringBrand Manager, Boston (posted September 21, 2026): "an immediate opening" to drive product development and marketing "for our new licensed K-Pop Demon Hunters brand", partnering "closely with Netflix"; also leads retailer-specific programs with the US sales team.Source
• HiringDirector, DTC Site Operations (Renton, posted August 27, 2026): runs storefront pages "across multiple DTC properties", owns the launch calendar, "Convert engagement data into recommendations" and "Launch experiments with partners"; Salesforce Commerce Cloud named.Source

Create a shared launch-page template, an experiment backlog with one test per launch (hero, bundle, pre-order message), and a results library shared across storefronts.

Learning once and applying everywhere compounds conversion gains across brands.

• Too few visitors per test

  Test big changes on big launches.

• HiringDirector, DTC Site Operations (Renton, posted August 27, 2026): runs storefront pages "across multiple DTC properties", owns the launch calendar, "Convert engagement data into recommendations" and "Launch experiments with partners"; Salesforce Commerce Cloud named.Source

Invite top collector buyers to an opt-in panel, run quick polls on concepts and campaigns each month, and share findings with brand and creative teams.

Fast feedback from the most engaged fans improves creative and product choices at low cost.

• Panel skews to superfans

  Weight results and test widely.

• HiringCreative leadership: a Marketing Creative Director for campaign creative across "preschool, action, collector, adult, and family play" who must know "how to inspire kids and kidults"; a Sr. Creative Director, Brand Experience for Action, Fashion, Preschool, Nerf, Play-Doh and Board Games who will "turn every touchpoint, physical or digital" into brand moments and build "brand guidelines and creative toolkits" with Licensing.Source
• HiringDirector, DTC Site Operations (Renton, posted August 27, 2026): runs storefront pages "across multiple DTC properties", owns the launch calendar, "Convert engagement data into recommendations" and "Launch experiments with partners"; Salesforce Commerce Cloud named.Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source

Add a short facts block (segments, growth, flagship franchises, employees, hubs) updated each quarter, linking to investor relations.

Investors, journalists and candidates get the current story without digging.

• Disclosure rules

  Use only published figures.

• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• News coverageHasbro's second quarter 2026 results: Wizards & Digital Gaming revenue rose 27% to $663.8 million; Magic: The Gathering grew 32% and passed $500 million in a quarter for the first time; Consumer Products rose 5% and Entertainment fell 20%; Hasbro raised its 2026 outlook and took a $56 million impairment tied to a refocused digital games portfolio.Source
• Competitor researchMattel's corporate site describes itself as the place to "Learn more about Mattel and our brand portfolio, our purpose, recent news, careers and more" and features news such as its Bluey licensing partnership with BBC Studios; Spin Master, LEGO and Funko compete for the same shelves and fans.See the research Source

Publish a password-protected portal with guidelines, approved art, packaging templates and examples per brand, with an approval workflow. Track downloads and approval turnaround.

Consistent partner products strengthen brand equity and speed approvals.

• Asset leaks

  Watermark and access logs.

• HiringCreative leadership: a Marketing Creative Director for campaign creative across "preschool, action, collector, adult, and family play" who must know "how to inspire kids and kidults"; a Sr. Creative Director, Brand Experience for Action, Fashion, Preschool, Nerf, Play-Doh and Board Games who will "turn every touchpoint, physical or digital" into brand moments and build "brand guidelines and creative toolkits" with Licensing.Source
• HiringLicensing: a Manager, Retail Sales - Licensing (Los Angeles) grows placement for Hasbro IP across "Toys, Apparel, Accessories, Footwear, Home, Publishing, Pet, Food, Health and Beauty" and works with licensee partners at each retail account; a Senior Financial Analyst - Licensing Consumer Products is open in London.Source

Use POS and shopper data to design one exclusive pack per channel (club multipacks, drug-store impulse items, value price points) across Preschool, Games and Action, and pitch them in joint business plans.

Exclusive formats win shelf space without discounting the main line.

• Cannibalisation

  Use different counts and price points.

• HiringCommercial roles in Boston: a Sr. Sales Manager for "Value, Club, Drug and Off Price" accounts across Boys Action, Sports Action, Games, Preschool and Fashion, asked to "Find new distribution, programs and white-space opportunities"; an Associate Brand Manager for Peppa, Potato Head, Baby Alive and Furby using Circana point-of-sale data. Boston roles move to "Hasbro's new HQ location in Boston" once it opens (Pawtucket, Rhode Island in the interim).Source

Turn hasbro.com into a hub: a brand finder, new launches, play ideas, links to each brand's community, a fan account across the direct storefronts, and where-to-buy as one option.

The most-typed address in the company should start a relationship with fans, not end it at a retailer list.

• Retailers see a threat

  Keep where-to-buy prominent.

• Your websitehasbro.com redirects to consumercare.hasbro.com/en-us/where-to-buy (checked October 21, 2026), so the main brand domain lands on a store finder rather than a brand or fan page.Source
• Your websiteFooter on every page: the Facebook, YouTube, Instagram, X and LinkedIn icons all link to "about:blank#blocked" instead of Hasbro's profiles; the Newsroom and Media links use http:// rather than https://. A separate Social Media Directory page lists brand accounts such as Nerf, My Little Pony, G.I. Joe, MTG Arena and Secret Lair.Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source
• HiringDirector, DTC Site Operations (Renton, posted August 27, 2026): runs storefront pages "across multiple DTC properties", owns the launch calendar, "Convert engagement data into recommendations" and "Launch experiments with partners"; Salesforce Commerce Cloud named.Source

Build a free, short solo tutorial (mobile and web) that uses the exact cards in each starter product, unlocks Arena rewards and points to beginner store events.

Removing the need for a teacher opens Magic to people who do not have a playgroup yet.

• Digital spend after the impairment

  Keep scope small and tied to physical sales.

• #9 A scan-to-learn path in every Magic introductory product that ends at a local store

• HiringWizards of the Coast, Renton (posted September 15, 2026): "We are building a dedicated new-player growth team". The Product Architect, New Player Growth answers "How do we create new Magic players?", creating "a connected journey from initial awareness through learning, first purchase, repeat play, community participation" and connecting "physical products with digital learning, Magic: The Gathering Arena, organized play, retail"; the Innovation Designer explores "introductory products, solo and cooperative experiences" and audiences "beyond established trading card game players".Source
• HiringDigital and play network: a Creative Lead, Digital Ventures guides "a slate of video games based on Wizards IP, built with external developers across mobile and PC/console"; a Retail and Play Program Lead, Trust and Safety supports the Wizards Play Network and Organized Play programs for stores and players.Source
• News coverageHasbro's second quarter 2026 results: Wizards & Digital Gaming revenue rose 27% to $663.8 million; Magic: The Gathering grew 32% and passed $500 million in a quarter for the first time; Consumer Products rose 5% and Entertainment fell 20%; Hasbro raised its 2026 outlook and took a $56 million impairment tied to a refocused digital games portfolio.Source

Publish a Boston page with the HQ story, the teams moving, the internship program and open roles, plus a video tour when it opens. Use it in campus and senior recruiting.

A new headquarters is a strong recruiting moment in a city full of students and tech talent.

• Timing changes

  Avoid promising dates.

• HiringCommercial roles in Boston: a Sr. Sales Manager for "Value, Club, Drug and Off Price" accounts across Boys Action, Sports Action, Games, Preschool and Fashion, asked to "Find new distribution, programs and white-space opportunities"; an Associate Brand Manager for Peppa, Potato Head, Baby Alive and Furby using Circana point-of-sale data. Boston roles move to "Hasbro's new HQ location in Boston" once it opens (Pawtucket, Rhode Island in the interim).Source
• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source

Include a new-player playtest in intern onboarding, record what confused them, and have interns present recommendations. Repeat with each cohort.

A ready supply of real beginners inside the company makes testing faster and cheaper.

• Interns not typical buyers

  Combine with outside tests.

• HiringEarly careers and hubs: 2027 Summer Marketing Internships (Boston and Renton, "One application. Many ways to play."), a London internship networking event and a US virtual internship information session for students. The board lists 110 open roles; 18 are in Montreal, where the Skeleton Key studio posts roles in French (for example "Concepteur·rice de jouabilité Sénior·e").Source
• HiringWizards of the Coast, Renton (posted September 15, 2026): "We are building a dedicated new-player growth team". The Product Architect, New Player Growth answers "How do we create new Magic players?", creating "a connected journey from initial awareness through learning, first purchase, repeat play, community participation" and connecting "physical products with digital learning, Magic: The Gathering Arena, organized play, retail"; the Innovation Designer explores "introductory products, solo and cooperative experiences" and audiences "beyond established trading card game players".Source

Turn the directory into a searchable brand finder with follower counts, latest posts and links to each brand's site and store, and link it from the About page and footer.

It sends fans to the right community and grows every brand channel at once.

• Accounts change

  Assign an owner.

• Your websiteFooter on every page: the Facebook, YouTube, Instagram, X and LinkedIn icons all link to "about:blank#blocked" instead of Hasbro's profiles; the Newsroom and Media links use http:// rather than https://. A separate Social Media Directory page lists brand accounts such as Nerf, My Little Pony, G.I. Joe, MTG Arena and Secret Lair.Source
• Your websiteAbout page (read October 21, 2026): "165 years", "reaches more than 1 billion fans annually", a "franchise-first approach", three businesses (Consumer Products, Wizards & Digital Gaming, Entertainment) and the leadership team. The sitemap lists three URLs (/en-us, /en-us/sitemap, /en-us/social-media); there is no page or link for prospective licensees or partners; the "Wholesale B2B Sales" links open log-in screens on buyhasbro.com; /en-gb and /fr-fr return 404 and other unknown paths redirect to the newsroom.Source